Technology augments our experience of the world, allows us to work more efficiently: Isobar report

The ‘Augmented Humanity: Isobar Trends Report 2019’ explores the changing nature of the human relationship with technology: from how we work and play, to how we travel, shop, spend our leisure time and engage with brands. Also find five key trends that businesses and brands need to know

Isobar, the global digital agency from Dentsu Aegis Network, has released the ‘Augmented Humanity: Isobar Trends Report 2019’, an exploration of five digital trends for 2019. The report explores the extent to which humanity will work in harmony with technology to expand and enrich life in 2019.

Written by the innovation and strategy experts across Isobar’s 85 offices in 45 markets, the report, which is available for download at, is built on the concept of Augmented Humanity, developed by Isobar, in 2018. The 2019 trends report explores the changing nature of human relationship with technology: from how we work and play, to how we travel, shop, spend our leisure time and engage with brands.

The report is centred round a belief that technology augments our experience of the world, allowing us to work more efficiently, to live healthier lifestyles, to make better human decisions and to expand our creativity. It explains why Isobar believes that this is an important moment in human history, outlines some of the myriad opportunities that these technological developments open up and shines a light on some of the challenges posed by digital disruption.

Jean Lin

Jean Lin, Isobar’s Global CEO, said, “Technology today plays a key role in driving relevance, scale, and elevating human experiences. It is our job to harness its wonderful power and the potential for businesses and brands, in serving people better in the age of Augmented Humanity.”

Shamsuddin Jasani

Commenting on the launch, Shamsuddin Jasani, Group Managing Director, Isobar South Asia, said, “We need to embrace the power of technology. Today, we are on the edge of an augmented age where technology is redefining the possibilities of what a human can truly be capable of. This next phase of transformational technological advances, wearable and embedded devices will unlock human potential by tapping into almost all our day to day activities. In 2019, we shall see how digital is going to be omnipresent and VOICE will be the biggest game changer in the field of marketing.”

Isobar’s five key trends for 2019 are:

  1. The evolving interface: How the intersection between humans and technology is changing
  2. The human algorithm: How data can help us to better understand ourselves and enable better decisions
  3. The fluid vs the collective self: How the digital world enhances personal and collective experiences
  4. The trust paradox: How technology can help or hinder our understanding of the increasingly complex world around us
  5. The transformed experience: How Augmented Humanity enables us to feel and experience the world differently and in deeper ways

The annual report provides guidance on navigating this new landscape to keep businesses and brands ahead of the curve for 2019 and beyond. Each chapter outlines why these developments are important, key examples of the trends in action, why businesses need to be aware of them and how they can take advantage of their positive potential.


Is AI Technology Taking Over the World?

It’s no surprise that AI technology is slowly taking over all aspects of daily life, all around the world. According to The Guardian, almost 80 million jobs in the United States could be automated within the next decade. Although a step forward in technology, companies might start to cut down on their workforce to introduce more automated labor.

From everyday tasks to automating manual labor, AI technology is no force to be reckoned with. According to Forbes, almost 80% of enterprises all over the world use AI technology in production. Leading the AI domination is Asia-Pacific (48%), North America (39%) and Europe (31%).

Almost 95% of business leaders predict that AI will have some sort of impact on human jobs, maybe even the overall productivity of a company by 2030. There are many companies out there that have invested AI technology or are looking to expand on that idea. Let’s take a closer look how some of these companies implement this technology.


Amazon (AMZN – Free Report) is always innovating and creating, and it’s no stranger to AI. The company uses a flywheel approach, which helps to keep innovation flowing and allows it to spread to other areas of the company. This approach allows different areas of the company to use the technology. According to Forbes, what is used in one part of the company impacts innovation throughout all of Amazon, hence acting as a catalyst for AI and other machine related technology.

Amazon was one of the first companies to implement AI technology and they have seen success with it. Amazon currently has three products that are powered by AI technology: Alexa, the Amazon Go store, and the Amazon recommendation engine. Through these three different aspects, Amazon has created a well put-together customer experience, mainly using AI technology. Even though each one of the products is part of a different division in the company, they are all able to work together to implement the technology sufficiently.


Having acquired 14 AI startups over the past four years, Google parent company Alphabet (GOOGL – Free Report) is a clear leader with AI technology. The company’s largest acquisition of $600 million was U.K. based company Deep Mind. Alphabet has its own research and development branch dedicated to its AI applications called Google AI. The AI branch focuses on conducting research to find the best ways to implement AI to different apps and making it accessible to everyone.

At Google’s recent I/O conference, the company announced several new AI services including Google Duplex (part of Google Assistant) and many new updates to Gmail, Photos and Maps. What intrigued people the most was the company’s announcement on AI technology used with Google Duplex. Recently, Google has rolled out the software to Pixel users. According to Business Insider, with Duplex, users will be one step closer to never having to make a phone call themselves to book an appointment.


When we think about AI technology, it doesn’t necessarily always have to be associated with Alexa or products and services like that. In a press release from the beginning of this year, Volkswagen (VLKAY – Free Report) announced that it would be working with Aurora, a leading self-driving system company to introduce machine learning and AI technology in Volkswagen Group’s vehicles. Johann Jungwirth, Chief Digital Officer, stated in the company’s press release that working with Aurora will give Volkswagen a giant leap forward to become the world’s leading provider of sustainable mobility, including self-driving vehicles.

Earlier this year, Volkswagen introduced its first concept car, a prototype of an autonomous vehicle called SEDRIC. The concept car requires no driver and can take you anywhere with the push of a button. The company has taken the first step towards the future of self-driving cars, using AI technology.

Bottom Line

Whether it’s a car company or tech giant, AI is being used all over many industries. It is already being implemented into our daily lives, so it is only a matter of time until it becomes a large part of our society. Companies are implementing and innovating new strategies one AI technology at a time.